The challenge for this campaign was to promote Wellington Zoo’s Close Encounters Tours in an exciting way, and to revitalise the dated view of the Zoo. These tours allow members of the public to be guided into animal enclosures to come face to face with animals.

To recreate the encounters, we wanted to literally bring animals to life through the everyday medium of newspaper advertising. To do this we employed a technology called ‘Augmented Reality’, a programme that allows you to see virtual 3D objects standing on the newspaper ad, simply by using the video function on your mobile phone.